Tweet

Mediacrity or reducing the mediocrity of the Media

Written by: Donald F. Pooley

Article Overview: The big benefit of getting quoted in the media is that it enhances your stature with existing clients, and increases the likelihood of referrals.

Mediacrity or reducing the mediocrity of the Media

The big benefit of getting quoted in the media is that it enhances your stature with existing clients, and increases the likelihood of referrals.
Originally, I thought that getting my name in the newspapers would make the phone ring off the hook with people wanting to consult me. This did not, and does not happen.
Only about four clients have come to me as a result of media exposure. Given the time and effort invested, the pay-back in terms of new clients is scant indeed.
But, when I am quoted, I receive emails and phone calls from clients pointing it out. Some even clip the article to bring me to make sure that I see it.
The second main benefit is defence against the media.
My recommendations may be challenged because of a newspaper article with contrary information to mine.
If so, I reply "This doesn't mean that their predictions are valid. It just means this person is good at getting quoted, not in being able to foresee the future."
"I am frequently quoted in the media, and I don't know what will happen in the future." This gives me equal credibility with the media's prognosticators.
Quotes in industry journals are just as powerful as those in newspapers. Saying "I was quoted recently on this in the Vancouver Sun" is no more powerful than "I wrote an article on this subject in a magazine for financial advisors".
How DO you get quoted?
Write your own newsletter. Send copies of your newsletter to media people.
Keep a list of those you wish to influence.
Make their job easy. Rather than calling up a journalist to say, "Write an article on such and such quoting me", write the article yourself, and submit it to him or her.
Or, write a few points that they can make in the article. Media people are stressed out trying to think of things to write about, and have to meet deadlines, so help them out.
Often, they must respond to a current news event. Something happens on Monday and they need an article for Tuesday. You should be on the list of people they call.
Return their call immediately. Be sensitive to their dead- lines. Give them concise "bullet points" for their article.
If there is a call from a journalist on my voice mail, and someone is waiting to see me. I greet the client and tell him I need a few minutes to return a call to so and so of the Globe and Mail. Would they like to come into my office, and listen in?
Finally, journalists want content. They don't want to give you free advertising. So, put the issue of self-promotion aside, and give them information they consider useful.
But no journalist will quote anyone who lacks an excellent reputation, professional designations, and knowledge about the issue he needs information on.
David Chalmers is a Vancouver financial advisor who has had many articles published, and is often quoted by the media,

Related Articles
  The forces of mediocrity
  How to Get Motivated and Love Your Job Again
  5 Public Relations Musts During Economic Tough Times
  Go For Your Big Dreams!
  If You Dont Run This Story Im Taking It To Your Competition

Article Tags:



Related Forum Posts
Re: Kevin needs "social glue" ideas - Hi, I like the idea of "10 items that could act as "social glue" because I am an internet marketer. But I agree with the rest that the 10 recent post is nice. Maybe we should open up a new section in the forums on Social Media...or Social Media Marketing. I will tell you that the world is about 1 1/2 behind when it comes to understanding social media. Building a section now will put EvanCarmichael.com is a great position a year down the road when people realize Social Media can produce more traffic than SEO. Jeff
Re: 9 Ways to Use Video to Promote YOUR Business - Thanks David - useful information! About the frame size, why would he recommend reducing it?
Love your quotes - [quote="semray":145k1y25]I would be inclined to say The Dark Knight expecially here in Australia, it has received alot of positive feedback and with the recent misshap, this has added extra publicity and critical reviews, i would say this would be the winner. Steven Hayes SEMRAY Pty Ltd[/quote:145k1y25] Thanks for the Bruce Lee quotes, it remove the lid of mediocrity. I am printing it out and pasting it on my wall
Re: Kevin needs "social glue" ideas - [quote="WebBizIdeas.com":gvtxsu7g]Hi, I like the idea of "10 items that could act as "social glue" because I am an internet marketer. But I agree with the rest that the 10 recent post is nice. Maybe we should open up a new section in the forums on Social Media...or Social Media Marketing. I will tell you that the world is about 1 1/2 behind when it comes to understanding social media. Building a section now will put EvanCarmichael.com is a great position a year down the road when people realize Social Media can produce more traffic than SEO. Jeff[/quote:gvtxsu7g] Hi Jeff, Thanks for the suggestion. Why don't you start a new post (with a poll) to see if there's enough interest in your idea for a social media section?
Re: How to finance your independent movie - Hi, The video doesn't come up with its own URL... But it's the very bottom video on the page. Here's the description of it: Financing, Production and Social Impact of Feature Films Host- Carol Atwood - Founder, Spartacus Media Enterprises Panelists: Bill Johnson - Co-Founder and Partner, Inferno Distribution Steven Haft - Producer, Media Consultant Michael Goorjian - Actor, Producer, Writer


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Halloween Howl Seven by Author Paige Agnew

Resolving A Conflict Between Two Sales Staffs

RULE YOUR BUSINESS LIKE A SHINE STAR

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.